TODAY Wins Two Days in Total Viewers Last Week
TODAY Is #1 in the Key Demo for 92 Straight Weeks, Its Best Streak in More Than 5 Years
TODAY Narrows the Total Viewer Gap with GMA Vs. a Year Ago and Week to Week
Megyn Kelly TODAY and TODAY with Kathie Lee and Hoda Posted Total Viewer Growth Vs. the Prior Week
NEW YORK – October 3, 2017 – – For the first week of the 2017-2018 season, TODAY starts off strong as the number-one morning show outright, topping ABC’s “Good Morning America” in total viewers and all demos for two days last week, Monday and Thursday. TODAY also won the week in the key demo A25-54, posting a three-week high over GMA and marking 92 straight weeks in the top spot (108 of the last 109 weeks), its best streak in more than five years. Year to year, TODAY narrowed the total viewer gap with GMA by 28%, and week to week by a giant 68%.
In its debut week, Megyn Kelly TODAY at 9 a.m. posted more than 2.5 million total viewers, up 2% from the prior week (+50,000 viewers). Among A25-54, the new hour averaged 765,000 viewers, with Friday’s broadcast posting a 16% increase compared to the previous day.
TODAY with Kathie Lee and Hoda at 10 a.m. was the number-one hour topping the broadcast competition in the key demo for the second straight season and posting its highest key demo lead over The View in six years. For the week, the 10 a.m. hour was up 4% in total viewers, 6% among A25-54 and 5% among A18-49 versus the prior week.
TODAY HIGHLIGHTS:
| Net | HH Rtg |
HH Shr |
P2+ Imps |
P18-49 Rtg |
P18-49 Imps |
P25-54 Rtg |
P25-54 Imps |
| TODAY | 2.95 | 12 | 4,146 | 0.89 | 1,150 | 1.26 | 1,525 |
| CBS THIS MORNING | 2.54 | 10 | 3,545 | 0.52 | 672 | 0.78 | 939 |
| GOOD MORNING AMERICA | 3.06 | 13 | 4,192 | 0.71 | 919 | 1.11 | 1,343 |
TODAY averaged 1.525 million A25-54 viewers, leading GMA by +182,000 (+14%) and CBS This Morning by +586,000 (+62%)
- TODAY has ranked #1 among A25-54 viewers for 92 consecutive weeks (best streak in over five years) and 108 of the last 109 weeks
- TODAY’s demo lead over GMA hit a three-week high
- Week-over-week, TODAY’s A25-54 viewership increased by +8,000 (+1%) and increased its advantage over GMA by 20% (+182,000 vs. +152,000 prior week)
- TODAY delivered a 1.26 A25-54 rating, +0.15 points ahead of GMA and +0.48 points more than CBS
TODAY averaged 1.150 million A18-49 viewers, +231,000 (+25%) more than GMA and +478,000 (+71%) higher than CBS
- TODAY had its largest A18-49 lead versus GMA in just over six months (since the week of 3/13/2017)
- TODAY’s 0.89 A18-49 rating led GMA by +0.18 points and CBS by +0.37 points
TODAY averaged 4.146 million total viewers, leading CBS This Morning by +601,000 (+17%)
- TODAY ranked #1 across-the-board on Monday and Thursday mornings
- TODAY posted closer margins to GMA both week-over-week (by 68%) and year-over-year (by 28%)
- TODAY added +28,000 total viewers versus prior week
TODAY DIGITAL HIGHLIGHTS:
TODAY reached more consumers than GMA on Yahoo with over 37.5 million unique visitors turning to TODAY.com in August for exclusive interviews and the latest lifestyle, parenting and entertainment news, according to recent data from comScore. For 44 consecutive months (53 out of the last 54), TODAY.com has reached more mobile consumers than GMA on Yahoo. TODAY.com has gone from parity in mobile unique visitors in September 2013 to delivering more than 3x GMA on Yahoo’s mobile visitor number in August 2017.
For more information contact:
Megan Stackhouse
NBC News
e: megan.stackhouse@nbcuni.com
